Services Marketing Services Marketing, 5e Valarie Zeithaml, University of North Carolina Mary Jo Bitner, Arizona State University Dwayne D. Gremler, Bowling Green State University ISBN: 0073380938 EAN: 9780073380933
www.mhhe.com/zeithaml5e Services Marketing introduces readers to the vital role that services play in the economy and its future. Services dominate the advanced economies of the world and virtually all companies view service as critical to retaining their customers today and in the future. The Fifth Edition continues the strong conceptual approach by integrating new research into every chapter. The framework of the book is managerially focused, with every chapter presenting company examples and strategies for addressing issues in the chapter.
Key Features: • Increased focus on customer expectations and perceptions and what they imply for marketers. This is the key to developing and delivering service offerings customers will value. • Two new and original cases written specifically for this textbook: one on JetBlue’s service disaster in 2007 and one on Caterpillar’s decision to become an integrated solution provider. • Increased technology and Internet coverage, including updated “Technology Spotlight” boxes in each chapter. • Focus on customer relationships and relationship marketing strategies reinforces the role that relationship marketing plays in marketing a service • Emphasis on service quality measurement reflects the importance good companies place on their ability to quantify and measure services quality as they strive to build customer loyalty and evaluate the effectiveness and efficiency of service offerings.
Table of Contents: PART ONE: FOUNDATIONS FOR SERVICES MARKETING Chapter 1: Introduction to Services Chapter 2: Conceptual Framework of the Book: The Gaps Model of Service Quality PART TWO: FOCUS ON THE CUSTOMER Chapter 3: Consumer Behavior in Services Chapter 4: Customer Expectations in Services Chapter 5: Customer Perceptions in Services PART THREE: UNDERSTANDING CUSTOMER REQUIREMENTS Chapter 6: Listening to Customers through Research Chapter 7: Building Customer Relationships Chapter 8: Service Recovery
PART FOUR: ALIGNING SERVICE DESIGN AND STANDARDS Chapter 9: Service Innovation and Design Chapter 10: Customer-Defined Service Standards Chapter 11: Physical Evidence and the Servicescape
ART FIVE: DELIVERING AND PERFORMING P SERVICE Chapter 12: Employees’ Roles in Service Delivery Chapter 13: Customers’ Roles in Service Delivery Chapter 14: Delivering Service through Intermediaries and Electronic Channels Chapter 15: Managing Demand and Capacity PART SIX: MANAGING SERVICE PROMISES Chapter 16: Integrated Services Marketing Communications Chapter 17: Pricing of Services PART SEVEN: SERVICE AND THE BOTTOM LINE Chapter 18: The Financial and Economic Impact of Service
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